Irina Dubovik

Irina Dubovik has spent more than twenty years building and rebuilding revenue engines inside FinTech and B2B SaaS companies, which has left her with an unfashionable opinion: most of what gets called an AI problem is an architecture problem that AI has made faster to ship.

Her work sits on the seams that usually belong to nobody, between product, marketing, sales, and the technology underneath all three, and her argument is that this is where growth actually breaks. A model cannot prompt away a handoff that drops, a customer profile two teams define differently, or a journey that was assembled one campaign at a time. Automate any of that end to end and you get the same broken thing, faster.

Out of that she built AARRR 2.0, a revision of the Pirate Metrics framework Dave McClure wrote for a startup world that did not yet have models in the stack. It runs market fit through customer profile, jobs to be done, acquisition, activation, revenue, retention, and referral, then adds the technology layer itself and ends where the original stopped short, at return. McClure has publicly backed the update.

Speed Without Architecture

The blunt version of that argument is the one that travels. "Every founder right now is rushing to become 'AI-powered,'" she says. "Almost none of them are revenue-architected." What sits underneath it is the more useful part: a company that cannot say which customer it is for, or where its funnel leaks, will not get that answer from a faster tool. It gets a more expensive version of not knowing.

The useful question is not which tools a company has bought. It is whether anyone can say what they changed.

She spends a lot of her time outside the companies she works in. She has mentored more than a thousand startups across twenty-odd countries through Techstars, Mana Tech, and Scale2Miami, much of it helping founders in the EU and Latin America work out what scaling into the US actually asks of them. Her earlier enterprise work connects to Société Générale, Home Credit Bank, IBA Group, Intetics, and Ford.

Recognition

• Two-time O-1B visa holder for extraordinary ability
• IVLP alumna, U.S. Department of State
• Top 100 Women in Emerging Tech
• Four-time judge, Web Marketing Association WebAwards
• Four-time WebAward winner
• MindStudio AI ambassador and Apollo partner

At the Summit

Irina leads an interactive breakout session on where AI, human judgment, and revenue architecture meet. It is built for the leadership team that has bought the tools and cannot yet point to what changed, and it works through how to connect a go-to-market stack to something measurable rather than adding to it. She has also built an AARRR 2.0 diagnostic that runs on Claude and returns a written audit of where a business is leaking, which gives the session something to send people home with.